Marketing Director Job at Serengeti Breweries Limited ~ Paradaise Today

Marketing Director Job at Serengeti Breweries Limited ~ROLE PROFILE~
Job Title: Marketing Director, Tanzania

Level: Level 4(a)

Reports To: Managing Director,Serengeti Breweries Ltd

Context/Scope:Serengeti Breweries Limited is a fully integrated beverage business in Diageo Africa (supply and demand for beer, spirits and soft drinks). It is a subsidiary of East Africa Breweries Limited, the largest business unit in Diageo Africa and the largest listed Company on the NSE in Kenya.

SBL was incorporated in 1988 but commenced commercial operations in 1996 with one brewery in Dar es Salaam. The company was acquired by EABL in 2010 and has three breweries located in Dar es Salaam, Mwanza and Moshi. SBL key beer brands include Serengeti, Tusker and Senator, as well as distribution of global Diageo spirit brands. SBL's flagship brand is Premium Serengeti lager which accounts for 85% of SBL sales volumes.

SBL is the 2nd largest beer company with a market share of 17%.

Market Complexity:SBL operates in a competitive environment and in a vast geography. The main player in the beer industry is Tanzania Breweries Ltd. (TBL), a subsidiary of SABMiller. As a result of the cessation of the agreement between TBL and EABL and acquisition of SBL by EABL, there is heightened competitive activity in that market.

Inflation rates remain high in Tanzania and average income per capita is less than 1 USD per day. The GDP growth is estimated at 7% and is expected to grow to 7.5% as investment, trade and tourism pick up. There is growing consumer affluence and consumerism, giving rise to greater opportunities in our product categories.

Market situation is changing rapidly due to the economic situation, declining disposable incomes and opening up of the economic trading blocks allowing in flow of products from other markets. Consumers are becoming more sophisticated. This requires proactive marketing to maximise company market share.Trade is evolving and being more sophisticated especially at retail level.

Leadership Responsibilities:Heads of team of 18 with 5 direct reports.

Develop the staff successfully by implementing a succession plan.

Purpose of Role:To achieve the company's market share objectives and building the strength of the company's existing brands in all the key areas of consumer needs while operating within budgets.

The Job holder controls the total company marketing management and customer service development programmes including – pricing, advertising, promotions, packaging, mark-ups, brand plans, margin contribution and export sales marketing.

This includes the formulation and the control of the company marketing budget and work with external Advertising Agencies and PR Consultants.

TOP 3-5 Accountabilities:

Formulate and develop the overall marketing objectives, strategic sales programmes and marketing policies including tactics in line with the company short and long term objectives.
Identifying and developing the company advertising objectives, strategy and working with the Advertising Agencies to create and roll out brand advertisements that reinforce the company brands positioning, create brand awareness, protect market share erosion and ultimately create demand for SBL brands.
Development of promotional strategy and ensure implementation, and effectiveness of the plans through evaluation.
Identifying new trademarks and ensure they are registered by the company.
Aggressively identify export opportunities and ensure market entry and sales growth.
Formulate and ensure implementation of market research programmes.
Identify market opportunities and develop new brands to maximise company sales.
Cull brands that are uneconomical to the company.
Ensure safe working environment and ensure maintenance of ISO 9000 Quality System.